The fresh produce industry is perfectly placed to tap into the organic baby food market

The majority of ambient baby and toddler food found on supermarket shelves is older than the child consuming it. Technically the food is safe for the baby or toddler to eat, as any harmful bacteria are destroyed when the product is sealed. However the process to destroy this bacteria includes heating the product up to 121°C, which will not only get rid of the bacteria but also the essential vitamins and minerals; it will also dull both the flavour and colour.

Parents now, more than ever, are on the lookout for fresh food for their children. Most parents will admit that they care more about their kids’ diet than their own, which is why the fresh produce industry is becoming increasingly important for baby-and-toddler-food manufacturers, who can meet the need for products to include 5 A DAY, be low in fat, sugar and salt and with little or no additives or preservatives.

Unlike adults, children are not interested in the nutritional information of the food they are about to eat! For older toddlers they will be drawn to the food that looks interesting. For example, they will always prefer red and yellow peppers over green, due to their bright colours making them look tastier. Cutting shapes into the fruit and vegetables will always be a big hit.

Babies and toddlers also prefer sweeter food, mainly due to most children having a sweet tooth. The secret, therefore, is to use produce that will appeal to their delicate taste buds, such as sweet potatoes, sweetcorn, peas and carrots, which have a natural sweetness to them. Little ones also love sweet fruits, like mango or pineapple. My son Harry loves watermelon, but I have to be very careful with the pips because he goes nuts if he finds one! Fresh oranges are great too, although without the skin or pips.

I believe that if a grower is targeting the baby and toddler market they need to focus on organic, due to the EU directive on what babies can have in terms of pesticide intake.

There are lots of own-brand prepared fruits on the market but they are not targeted at toddlers or babies. Instead there are own-brand dried fruit ranges and snacks like rice cakes. Brands like Organix and Ella’s Kitchen also have a large range of organic snacks that are fruit- or vegetable-based, but they are processed; for example, carrot-stick crisps. I think that the current products on offer highlight the focus of baby foods in ambient and the lack of innovation in chilled.

The key to success in the baby and toddler food market is therefore managing to please both parties; the parents who are looking for healthy, nutritious food for their child, and the toddler who will only eat it if it’s sweet and looks interesting. -